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![Thank you! Any Questions? For more information please contact : Pedro Ferreira [email_address] Tel. +351 919172328](https://image.slidesharecdn.com/case-rexona-100304152351-phpapp01/85/Case-Rexona-8-320.jpg)
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Case Rexona
Nina explains to the user that they can participate in an online casting for a Rexona campaign for girls by registering and completing their information. She invites the user to meet the casting team and participate in a call where they will be asked to sing along with music. The campaign was hugely successful, receiving over 10,000 registrations in the first week and 35,000 total. Users could vote for each other and check their performance results. The site became very popular with over 1 million page views.
Case Rexona
- 1. Case: Campaign Rexonafor girls Mobile Casting
- 2. The online casting Starts with Nina explaining the basics of casting and what I can win if I participate.
- 3. Registration for thecasting Nina asks me to complete my registration to participate in the casting
- 4. Nina invites meto meet the casting team...
- 5. The phone rings– Call4Buzz My telephone rings and I am asked to sing along with the music playing in the studio. I’m completely absorbed with what is going on in the studio!
- 6. Viral scope ofthe Rexona campaign Listen to other recording, ask your friends to vote for you and take part themselves!
- 7. Results 10.000castings in the first week. The largest casting ever made in France. Within 3 weeks, 35.000 castings and 20.000 validated songs. The top candidate received 12.000 unique votes Users returned to the site to review their own performance and how well they were doing Great popularity and buzz around the site… Site reached more than 1Million page views
- 8. Thank you! Any Questions? For more information please contact : Pedro Ferreira [email_address] Tel. +351 919172328
- 9.
Editor's Notes
- #2 From April 21, and for two months, and Arthur Rexona Girl Schlovsky / Mindshare offers music fans the opportunity to record a first album and watch the filming of the Christophe Maé video clip. Thanks to the agreement signed with Warner Music France. This marketing initiative is part of the campaign to promote the new deodorant Rexona Girl Music Fan, aimed at girls aged 11 to 16. To participate in the casting, they connect to the site www.kou2cho.fr. A video camera guides the future candidate through the studio and request her to enter a mobile number to be able to participator. The producer immediately calls the girl back and offers her the opportunity to record her own version of “On s’attache” and thereby participating in the contest. Once the song is recorded, it is put online, minutes after moderation. All pieces are then broadcast in a gallery site, where visitors are invited to vote . Among the 20 candidates receiving the most votes, a jury of professionals determine the three finalists. They are then invited to a day of studio recording, where each performs a different Christophe Maé track. Each recording is available on the website to vote for the best singer. Finally, the winner is invited to the filming of the clip by Christophe Maé. They also receive a diamond engraved with his name and 100 CDs. So, as you can see things have progressed but we are still building our application... this campaign hits about 6000 interactive calls a day, here are some slides which illustrate the campaign
- #3 This campaign is all about: impact
- #4 And emotional engagement
- #5 The girls are just glued to their screen whilst they are in the studio they receive that call!!
- #6 Then the recording is place online in a gallery where they and their friends can listen and vote on the recorded session of on s’attache!
- #7 This is a brand engagement campaign which actually reaches beyond emotional enagement And brings us into the realms of emotional attachment with the brand!!
- #8 SUPER SLIDE This Rexona campaign demonstrates the emotional power SIP / VoIP can deliver. Young girls glued to their screen and mobile phone. In fact this is changing marketing at the elemental level , where everyone has their 15 minutes of fame. Lets look how we measure results!
- #10 Ladies and Gentlemen, I am here to talk about Call on Cue Campaigns and I have some good news and some bad news: Bad news : I am not going to be doing the Sony Ericsson casestudy -----Ahhhh I know, I know – I’m sure you are devasted . The good news is I’ve replaced it by a Unilever campaign for Rexona! YEAH!!! I thought I would dump this on the organisors up here because timing is EVERYTHING!!... Well we’ll get to the cases, all I want to do right now is show you something to make you feel gooooood !! Relax and enjoy.